Emotions and sponsorship marketing

In this article, Charles Bal, M-SMG Research, Pascale G Quester, University of Adelaide, and Stephane Boucher, SponsorClick, argue that the consumers' emotional reactions at a sponsored event will be critical in determining whether the objectives of the sponsor are achieved.

Emotions and sponsorship marketing

Charles Bal, Pascale G. Quester and Stéphane Boucher

Everyone remembers Zidane's head-butt during the 2006 FIFA World Cup final ... but who are the football fans, marketers apart, who could spontaneously recall that...

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